MMO's, the good ones are not about that at all though, the grind is a slight inconvenience for playing a fun game with lots of like minded people. Going on an adventure together and playing for HOURS for the slight chance of getting something cool.
Like in Everquest, where they have insane quests that require you to travel to just about everywhere in the game and slay dragons, you get some pretty ok loot but the adventure is a blast, takes about a day to do it.
They also have world traveler quest, where you have to go to like 50 landmarks - I know it doesn't sound fun, but it is, Obviously you have to know where your going, how to avoid the bad guys that are prob higher level than you and all keep together ha.
Of course, it was the "raid" and grouping content that made me care the most in Everquest, shit was realllllllyyy tough, one mistake and shit hit the fan. So far, I've not seen any challenging content in Destiny - not challenging like, 5 months, twice a week, with 24 players hand picked, trying to kill a single dragon. Having to go through 3 hours of content to even get to it - which was a challenge in its own right. Sure, this will not get you 12 million hardcore subscribers - but perhaps, just perhaps the genre was never at it's strongest attempting to please everyone. The exception to the rule (yes you WoW) should not be the game to try and copy, and time has shown this.
MMO's IMO just lost their balls, they focus waaaay to much on solo play now - for my liking anyway., my beef with SP focus in an MMO is it's usually boring and sub par compared to a tailored SP game.